A mobile ad that moves you to tears, and not tears of anger or frustration - actual tears of sadness.
That can't be right.
Well, Thai mobile phone company True Move H has managed to produce the kind tear-jerker that people rarely see outside of Hollywood.
The ad, Giving, has racked up more than 4 million views on YouTube, and it's clear from the comments below the video that the story is pulling heart-strings.
The ad begins with a young boy stealing medicine for his sick mother. He is caught by the pharmacist and is in trouble until a nearby cafe owner intervenes on his behalf and pays for the medicine.
The story then jumps forward 30 years - and, we'll let's not spoil everything, but it ends with an act kindness being repaid.